The I level of advertising level in October 2019 and will end in January 2021.

The Specializing Master is structured in theoretical modules, projects and laboratories. The Master concludes with a curricular internship lasting 475 hours.

Didactic modules

These modules explore different topics and draw upon several kind of expertise needed to work on open ended problems and take an active stance in problem formulation.

Strategic design: These modules transfer tools and perspectives about the product-service system design and how design becomes a source of competitive advantage in organizations.

Service design: The present modules transfer the design tools related to development and the innovation of a service. A deep attention is dedicated to the service ‘tangibilization’.

Design tools: These modules explore, through applicative project and business cases, the design thinking tools supporting the design research and the conceptualization phases.

Product service system design: A deep investigation on how design becomes strategic tying the brand identity with the product features and the distributive strategy.

Design culture: A complete overview of the cultural roots of Italian design showing how different traits are nowadays current and updated (spirit of entrepreneurship, the innovation as a cultural act, the product innovation related to the change of meaning, the observation of user-context).

Management Modules

A range of integrated modules that address the requirements of strategic management, enabling students to appraise the factors which impact on innovation and its development.

Strategic and operative marketing: The present modules transfer the main concepts about the marketing process, marketing organization and marketing analytical tools. A particular attention is dedicated to the 4P orchestration and to the innovation perspective based on marketing paradigm.

Project management: The present modules transfer the basics related to project management as a process of resource allocation and goal setting. Specific attention is dedicated to the differences of project management in big and medium companies and in environments characterized by low or high innovation pace.

Entrepreneurship: The present modules transfer the concepts related to the roots of entrepreneurial activity, the personal traits of entrepreneur, the startup genesis, the lean start-up.

Corporate strategy: The present modules transfer the main concepts related to the strategic planning and to the pillars of the strategic thinking. Deep attention is addressed to how the strategic pillars (mission, vision, SBU, competitive advantages) affect the innovation and design process.

Intersection Modules

These modules explore different topics at the overlapping between design and management where the former shapes the old managerial science toward new paradigms of innovation, the latter augments the grounding and systemic capability of design.

Design strategy: An intensive introduction to the design-driven strategic options. A great attention is dedicated to the interplay between design and technology evolution.

Innovation management: Innovation is a way to achieve a competitive advantage. Specifically great attention is addressed to the barriers to innovate, to the set of advantages/disadvantages pertaining innovation, and to closed/open innovation paradigms. A specific focus is centered on design-driven innovation.

Design intensive entrepreneurship: The present modules – based on updated research streams – show design-intensive entrepreneurship as a complementary perspective respect to the high-tech based entrepreneurship.

Design management: Focusing on the engaging and the management of the array of designers. Specifically the modules show the main tradeoffs related to divergent design management options.

New service design management: A series modules transfer the main principles underpinning the design and the development of new service. The service paradigm is also used to explain some intangible innovation related to products and tangible objects.